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Success Story
CONTENTS
03 Building Brand Through Joint Marketing
Success Story
—An interview with Mr. Cui Yi, regional general manager of ZTE Asia Pacific
Handset Show
Congratulations
ZTE ranked sixth globally with over 30 million handsets shipped
in the year 2007. It has established strategic partnerships with top
operators such as Vodafone, Hutchison Whampoa, France Telecom,
China Mobile, and China Unicom.
Where ZTE is having remarkable achievements, a lot of
challenges lie ahead, such as how ZTE can achieve further
development by capitalizing on the opportunities like global handset
industry restructuring and global 3G construction; how to become a
mainstream handset provider through successful globalization.
Building a brand with customer-oriented approach is a key step
in realizing the strategic goal of becoming a mainstream handset
supplier while the Mobile World magazine is one of the important
means to carry out the brand building.
I hope by choosing the right handset information and creating a
communication platform for end users, the Mobile World magazine
can present ZTE’s latest handset information, share ZTE’s successful
experience in the handset field, and explore the future of telecom
operation, so that maximum value will be maintained for both
operators and end-users through innovation differentiation.
on the first issue of
Mobile World
Since 2007, both the telecommunications and
handset industry face the growth opportunities
brought by industrial reshuffles. ZTE, as the
quickly growing Chinese force, has seen leaping
growth. ZTE is moving to the world’s first camp
of telecommunication vendors, and in the year
2008 it is embracing new opportunities to overtake
others.
Executive Director, Executive Vice President of ZTE:
April 28th, 2008
06 ZTE U980 TD-SCDMA/EDGE Dual-Mode Dual-Standby Intelligent Handset
07 ZTE E760: Connecting Work and Entertainment
News
08 China Mobile Launches 3G Services
ZTE U980 Ranks No.1 in Sales
Card to the World
09 ZTE MU318 TD-SCDMA USB Wireless Broadband Data Card
Design Style
10 Design Flower Lover
ZTE Handset Industrial Design Center
11 The Importance of User Interface Design
P08
P03
Cui Yi: Regional general Manager of ZTE Asia Pacific, responsible
for marketing and sales in the Asia Pacific region. Graduated from
Nanjing University of Posts and Telecommunications with a major in
engineering. Served as a general manager of ZTE intelligent services
and a deputy director of the Nanjing R&D center.
P09
ZTE MU318
TD-SCDMA
USB Wireless
Broadband Data Card
Success Story
Great Opportunities in
the Emerging Market
With a population of 248 million in 2007,
Indonesia is the fourth most populous country in
P22
Marketing
12 Business Model Analysis of Handset
Customization
the world. Mr. Cui told me that Indonesia was
14 Innovation, Design, Quick Response, Quality, Customization
Celebrity
Talks
About 3G
3G in the name of fashion
one of the fastest growing telecom markets in the
ZTE Handsets Facilitate Rapid Growth of
Operators Worldwide
CONTENTS
Asia-Pacific region and the penetration of fixedline telephone and mobile telephone was 6.4%
Building
Brand
Through
Joint Marketing
and 26.6% respectively by end-2006, which
indicated substantial growth potential in this
market.
In particular, there has been a strong growth
in the mobile sector, and the mobile penetration
had quickly surpassed fixed-line penetration. The
mobile industry is currently operating both GSM
and CDMA technologies. In recent years, with
the application of CDMA technologies, several
new operators have entered the market. Currently,
subscribers are growing exponentially, and the
competition is becoming fiercer.
Quality Control
16 First-Class Labs for First-Class Product Quality
—An Overview of ZTE Comprehensive Handset Labs
Sponsor:
ZTE Corporation
Customer Care
18 Joint After-Sales Brand Development
19 Increasing Brand Recognition with Customer
Service
—ZTE Indonesia Handset After-Sales Service Center
User Experience
20 Review of ZTE U980
Leisure Time
21 The Debut of the World’s First CDMA Handset with Detachable SIM Card
22 Celebrity Talks About 3G
3G in the name of fashion
Issue 1 2008
Editorial Board:
Editors-in-Chief: Gu Yongcheng, Xiong Hui
Deputy Editors-in-Chief: Huang Xinming, Wang Yong
Editorial Director: Zhao Lili
Executive Editor: Liu Yang
Editor: Olga Saprykina
Circulation Manager: Wang Pingping
Editorial Office:
Marketing system
11F, R&D Building, ZTE Plaza, Hi-tech Road
South, Hi-tech Industrial Park, Shenzhen, P.R.
China
Postcode: 518057
Tel: +86-755-26776663
Fax: +86-755-26775217
Website：www.zte.com.cn/magazine/English
Email: [email protected]
—An interview
with Mr. Cui Yi,
regional general manager of
ZTE Asia Pacific
In 2005, ZTE set up its Asia-Pacific regional
office at Jakarta. In recent years, ZTE has seen
steady development in this region. Especially in
Indonesia, the company has established a leading
brand presence and captured big market share. Its
products are deployed by almost all the operators
Zhao Lili
including Telkom – the largest operator of the
country. As one of Telkom’s major providers,
ZTE has almost 3.5 million lines of CDMA
I
network capacity. Today, ZTE’s total CDMA
ndonesia, a country in the southeast of Asia, spans both sides of the equator. Comprising a large
network capacity in Indonesia has reached 15
number of islands, Indonesia is the world’s largest archipelagic state. With tropical climate
million lines, making the company the key
feature supporting a high level of biodiversity, it enjoys the title of “Belt of Emerald across the
CDMA provider in the country.
Equator”.
With the boom of the Indonesian telecom
On March 27, 2008, I set foot in Jakarta, the capital city of Indonesia. Looking through the
sector, ZTE handsets have made strong inroads
window of the car on the way from the airport to downtown, I was attracted by the sub-tropical plants
into the local market. From 2003, when small
and wide lawns on both sides of the road. And the big ZTE handset billboard, standing tall on the
quantities of handsets were delivered till 2007,
airport highway, not only made me feel extremely proud but also reminded me of the purpose of my
ZTE handsets have made their scaled entry into
trip here – an interview with Mr. Cui Yi, regional general manager of ZTE Asia Pacific, to learn more
the market, making Indonesia one of ZTE’s core
about ZTE products, especially the achievements made by ZTE handsets in Indonesia.
markets of terminal products. ZTE has maintained
I reached the office of Mr. Cui at MIDPLAZA at the appointed time the next day. Inside his
good cooperation in the terminal field with many
office, there were only a portable computer and several chairs. Right in this simple but tidy office, I
Indonesian operators such as Telkom, Telkomsel,
started my interview with Mr. Cui.
Indosat, Mobile-8, Smart Telecom and STI.
Issue 1 2008
Success Story
,
Mr. Cui explained that ZTE s brand marketing activities in Indonesia
mainly evolve around handset sales. Because the handsets are often
sold bundled with service packages of local operators in the overseas
market, collaborative marketing has become a win-win cooperative
mode between operators and vendors.
Cultivating the
Handset Market
December 2007. Since 2005, ZTE has carried out wide cooperation with
Mobile-8 in the terminal field including the provision of handsets and data
cards. ZTE has supplied it with a total of 1.3 million CDMA handsets.
Indonesia is the largest handset market in Southeast
Smart Telecom is a new CDMA operator in Indonesia. It is a subsidiary
Asia. About 75 million people own mobile phones, and
of Sinar Mas Group, which is Indonesia’s third largest Indonesian-Chinese
the mobile users have a passion for SMS. The handset
conglomerate, its business covering different regions of the country. ZTE
The further expansion of ZTE handsets, especially its
penetration in Indonesia is lower than that of its neighboring
started its cooperation with Smart Telecom in 2006, and it has delivered Smart
CDMA handsets, have built ZTE’s brand image among the
countries such as Malaysia and Thailand, and the handset
Telecom more than 500,000 CDMA handsets by the end of March 2008. It is
Indonesian customers. So, what makes ZTE a success in the
market still has much room for growth.
now the primary strategic partner of Smart Telecom.
Indonesian handset market? Mr. Cui explained that ZTE’s brand
Joint Marketing
Mr. Cui told me that a broad array of terminal products
ZTE and Indosat began their cooperation on CDMA systems as early as
marketing activities in Indonesia mainly evolve around handset
are on the Indonesian market, including CDMA handsets
2003, and in 2007 ZTE began to cooperate with it on 3G data card through its
sales. Because the handsets are often sold bundled with service
and fixed wireless terminals, GSM handsets, 3G data cards
subsidiary company, IM2. To enhance its competitiveness, IM2 sold ZTE 3G
packages of local operators in the overseas market, collaborative
and 3G monitors. Up till now, the terminals sold in Indonesia
HSDPA data card bundled with its own service packages to attract subscribers.
marketing has become a win-win cooperative mode between
have reached over 2 million with the CDMA terminal market
ZTE provided IM2 60,000 data cards (MF620 and MF622) in the second half
operators and vendors.
share surpassing 20%.
of 2007 to enable its quick subscriber expansion. With the rapid growth in the
There are currently 11 mobile licensees in Indonesia, which
Mobile-8 is a medium-sized CDMA-based cellular
number of subscribers, IM2 enhanced the presence of its data services brand. It
leads to a fierce competition in the local telecom market. In
operator. It launched its services in December 2003 and
is estimated that IM2’s subscribers account for 20% of the total 3G subscribers
addition to traditional promotion methods such as lower toll and
has developed about 3 million subscribers by the end of
in Indonesia and most of them are loyal high-ARPU subscribers.
free handsets, the operators can realize competitive advantages
in function, service and low cost only through collaborating with
services providers and handset vendors.
Since premium customers have already been acquired by
established operators, new mobile operators have to attract new
users who are usually at the low end. These new users often
seek low price, multi-function and stylish handsets or handsets
with a certain function (e.g. online banking users prefer handsets
supporting mobile banking services). Therefore, low-cost
customized handsets are critical for the new operators to attract
new customers.
Meanwhile, capitalizing on joint marketing, new operators
targeted media publicity, these dual-logo handsets with special functions became
can solidify customer’s confidence by utilizing the brand name
popular among customers. While there was an exponential increase in subscribers,
effects of service providers and handset vendors. Handset
ZTE handset sales reached over 1 million.
vendors can also expand their influence on the local market
During the joint marketing with IM2 of the data cards, ZTE enhanced its brand
through low-cost joint brand marketing and strengthen their ties
image in Indonesia with the dual-logo products. On the other hand, IM2 expanded
with operators, creating win-win situations in the real sense.
its brand presence with the growing sales of service packages.
With regard to this, there are successful cases, for example,
ZTE cultivates the Indonesian market using a strong brand building strategy.
ZTE began its comprehensive cooperation with an Indonesian
Through joint marketing of handsets, its brand is expanded in Indonesia, and with
CDMA operator in early 2007. After analyzing the strength and
the brand enhancement ZTE’s market expansion is accelerated. Brand enhancement
weakness of the operator, ZTE developed some low-cost handset
and market expansion supplement each other, helping ZTE maintain a sustainable
models customized for its agricultural, online banking and ultra
development in the Indonesian market.
low-end subscribers. Through joint investment promotion and
Issue 1 2008
Issue 1 2008
Handset Show
performance of various functions and enabling you to enjoy the convenience of
online chatting.
Your Office on the Move
ZTE U980
TD-SCDMA/EDGE
Mobile office Installed with Window Mobile 6.0 operating system, the phone
can be operated like a computer, allowing you to view and edit Word, Excel,
PowerPoint, PDF files.
Push mail E-mails are pushed to a handset by a server so that users can view
and edit E-mails timely and conveniently.
Large capacity storage Large capacity phone book and large SMS storage
Dual-Mode Dual-Standby
Intelligent Handset
capacity, 2G of free additional storage space.
Mobile stock exchange With the handset embedded with a stock exchange
software, you can view the latest stock rates and make operations.
Optimum Entertainment
ZTE E760:
Innovatively developed Enhanced Video Phone (EVP) technology improves
the smoothness and clarity of video calls. The mosaic effect is eliminated in
less than 1 second and the connection time is reduced to less than 3 seconds,
A camera with 2 million pixels supports photographing and video filming,
allowing you to capture the memorable moments in your life.
Connecting Work
and Entertainment
which will enhance user experience.
Cooporates with world-leading software developers such as Real, Opera and
Sun on the software components of the 3G core value-added services, which
enables better performance in 3G applications such as media streaming,
Many audio and video file formats such as MP3, AMR, WAV, MIDI, MP4
and H.264 are supported. Stereo effect is also offered for greater enjoyment of
music and videos.
Up to 2G T-Flash memory card is supported.
Various mobile flash playing formats are supported.
Easy Access to Abundant Information
Internet surfing, and Java-emabled downloads.
TD-SCDMA/EDGE dual-mode dual-standby.
DCD services With the Dynamic Content Delivery (DCD)-
Supports EDGE that enables high-speed data services.
based services, you can have sports, entertainment, finance and other
Provides more practical functions such as mobile stock exchange and mobile
channel information tailored to your needs.
office.
Mobile newspaper Reading newspapers on the mobile phone,
Two cameras allows wider field of view.
you will not get printed ink on your hands.
Main Functions
Personal information Management (PIM): You can have your contact
information stored safely in a large capacity server. Your data can be synchronized
between the server and the handset.
Device Management (DM): Convenient and prompt online updates of
software
Chatting and Blogging in Harmony
Text message/phone call block: Free from unwanted text messages and phone
Chatting and blogging Chat (voice chat available) instantly
■ TD-SCDMA/EDGE dual-mode dual-standby intelligent handset
Sophisticated Details
■ Unique user interface
with your friends via Windows Live Message or mobile IM service
■ 2.8 inch touchscreen, keypad with trackball and metal shell
Fetion, and create blogs to share joys with your friends.
calls
Powerword: Instant translation between English and Chinese
Edge-based Internet access With a support for EDGE, the
■ 3G applications such as video phone and media streaming
■ Supports Fetion (IM), Personal Information Management (PIM),
phone allows you to surf the Internet at super-fast speed. You can
Device Management (DM) and mobile stock exchange
chat, blog and view websites in a smooth and easy manner.
Chinese PlumSip input The phone featuring next phrase
■ Two cameras with 2 million (autofocus) and 300,000 pixels
respectively
prediction supports input of phrases and short sentences, simplifying
■ 128-chord MIDI ringtone
the text input experience.
Dual CPU The phone is equipped with dual CPU with the
■ Audio and video formats such as MP3, MP4 and 3GP
ZTE E760 features a mirror-like surface, an
appealing frosted shell, handwriting input and
trackball navigation. Its powerful information
processing capabilities can keep you updated with
the latest news and information. ZTE E760 is your
perfect partner for a perfect life.
frequency of the main CPU reaching 300MHz, ensuring swift
■ Bluetooth 2.0
■ Java
Basic data
■ Powerful business functions: To-do List, schedule, electronic book
and Powerword
Features
Specifications
�
■ Dimension：59mm × 111mm × 18mm
Issue 1 2008
■ Weight：About 146g
■ Color：Black
GSM/GPRS/EDGE
2.8“/65536-color/ TFT,/touchscreen
110.5mm×59mm×15.5mm
128-chord
145g
Camera with 2 mega pixels
MP3/MP4 recorder
DCD
Fetion
Push Mail
Mobile Flash
Editing with Office Word/PDF viewing
Large capacity phone
book and large SMS
storage capacity
Mobile Newspaper/DM
Up to 2G of storage space with
a T-Flash Memory Card
Powerword
Calendar
Alarm Clock
Stop Watch
To-do List
Calculator
World Clock
Other useful functions Text message/phone call block
Mobile Stock Exchange
Talk time/standby time: 2-8 hours/200-300 hours
Bluetooth
PIM
Issue 1 2008
Card to the World
NEWS
China Mobile Launches 3G Services
ZTE U980 Ranks No.1 in Sales
C
Compact Portable Easy Data Access
Great Wireless Data Exprience
hina Mobile kicked off commercial trials of China’s
homegrown standard – TD-SCDMA on April 1st,
2008 in Beijing, Shanghai, Tianjin, Shenyang,
Supports TD-SCDMA/GPRS/GSM dual mode switch.
Guangzhou, Shenzhen, Xia’men and Qinhuangdao. According
USB modem: Compact, lightweight and easy to carry around.
to research data from Beijing-based CCIDC Consulting
USB hub: Two connection options – direct plug-in or an extension cable to
company, 2,000 TD terminals have been sold within ten days,
meet different application scenarios.
among which, home-made handsets accounted for 60%. ZTE
Self-installing and self-starting: Software is installed on PC after the modem
captured one third of the market share. Its network card grabbed
is plugged in – you don’t have to install the software from the CD. The
52%. Its U980 handset grabbed 26.8% with a sale of 495 sets.
installed software runs after the modem is inserted. It is compatible with the
Taking the largest share, ZTE U980 won a double championship
Windows XP and Windows 2003 operating systems.
of sales volume and sales figure.
VoPC: Have voice chat with your friends and relatives with the headset
As the only TD-SCDMA and EDGE dual-mode dual-
inserted into your laptop.
standby, full-screen handwriting smart handset, ZTE U980 was
popular with consumers.
Main Functions
It is noticeable that, in Beijing and Shanghai, the first TD
handset sold by China Mobile was the ZTE U980.
■ Supports STK/USAT
On April 1st, at 9 a.m., Miss Ding, who had been waiting
■ Supports simultaneous sending of voice and text message based on
outside China Mobile Guangzhou branch’s outlet for a long
the PS domain and CS domain
time, became the first person to buy the TD handset.
■ Supports Microsoft digital signatures with a quick software
According to Miss Ding, the reason she bought a
installation
3G-capable phone so urgently was that the handset, with video
■ The client software supports large-capacity address book, SMS box
call function and low fees, allowed her to see and talk to her
and phone call records
boyfriend in Shenzhen.
■ Supports the “Go with E” software from China Mobile
And the reason she chose the ZTE U980 was that, among
■ Supports GSM-and TD-SCDMA-based SMS service and SMS
all TD handsets provided by China Mobile, only the ZTE
group text messaging
U980 was dual-mode dual-standby and hence could support
her “Easyown” (China Mobile’s prepaid service brand).
With other dual-mode single-standby handsets, consumers
couldn’t switch between two modes with two connections
operating simultaneously. She spent RMB 3,920 on the handset
including RMB 100 for prepaid phone fee.
Mr. Wu was the first buyer of TD handset in Beijing. He
also chose the ZTE U980 as it provides practical functions and
represents style. Meanwhile, he expressed his optimistic view on
TD.
With over 30 million handsets sold in 2007, ZTE is the
According to CCIDC’s report, the ZTE U980 captured
world’s sixth largest handset manufacturer and is ranked at
the largest market share because the handset is leading both in
the top among other Chinese handset manufacturers. Till now,
technology and sales. It packs in a wide range of mainstream
ZTE has sold over 70 million handsets in over 70 countries
3G applications including high speed Internet access, streaming
and regions, and it has established strategic partnerships with
download, mobile stock exchange, mobile office, Push Mail,
such top operators as Vodafone, Hutchison Whampoa, France
mobile TV and two cameras.
Telecom, China Mobile, and China Unicom.
Issue 1 2008
ZTE MU318 TD-SCDMA
USB Wireless Broadband
Data Card
Product Details
�
■ Dimension: 90mm × 35mm × 12mm
■ Weight: 40g
■ Color: White
Issue 1 2008
Design Style
T
he user interface of a handset enables the most direct interaction between
software and users. The first impression of users on the software depends
on whether it is well or badly designed. A well-designed interface can
moment that they should carry out the design activities with
such mentality. Flowers can be compared to the products of
designers and consumers are actually the lovers of designers.
● Truly love you lover (consumer)
● Get to know what flowers ( product) your lover (consumer)
likes
● Carefully cultivate (design) the most beautiful flower
(product) for your lover (consumer)
● Listen attentively to the feedbacks of your lover (consumer)
to see whether the flower (product) is thorny and allergic
guide users through a successful interaction and comfort them while a badlydesigned interface will leave users frustrated. At present, software designers do not
pay enough attention to the interface design and even avoid it as it requires artistic
accomplishment.
Design
Six Functional Areas
Design Flower Lover
ZTE Handset Industrial Design Center
E
stablished in 1998, ZTE Handset Industrial Design (ID) Center has grown
from a small design team to a large design association in China after nine
years of development. It established strict design specifications and quality
control systems. Capable of designing the whole scheme, it has developed hundreds
of handsets for many global operators.
Mao Yuting
The Structure
The ZTE Handset ID Center, based in Shanghai, has a staff of more than 160 designers
and engineers. Besides, it has set up six design teams in Nanjing, Xi’an, Shenzhen of China,
Europe, North America and India, making it one of the strongest design teams in China.
The Concept
The design concept of the ZTE Handset ID Center is “presenting flowers to lover”.
Flowers symbolize every design work; consumers may be compared to designers’ lovers,
and the designers are making every effort to cultivate more attractive “flowers” for every
customer.
As the largest telecommunications equipment manufacturer, ZTE has made some
prominent achievements in industrial design, among which, the ID Studio is worth
mentioning.
ID Studio
The establishment of the ID studio was planned in the early 2006 and completed after
one-year of hard work. All the interior design and layout was made by the center’s own
designers. The ID studio, on one hand, provides designers with a nice working environment;
on the other hand, it forms the crucial part of ZTE’s handset strategies. There are six
functional areas in this studio with flowers at its center. Each area is given an innovative
name.
Presenting Flowers to Lovers
As the slogan of the ID studio, “presenting flowers to lover”, the well-known motto of
the Italian designer Ettore Sottsass, is written above the doorway to remind designers every
Issue 1 2008
Zou Ma An
The first functional area is where ZTE displays its
designed products. They are placed on the elegant wood
shelves. Passing it by is like entering the place for enjoying
flowers.
Ban Mu Tian
This area is where ID designers conduct product design
and draft schemes. It is like a flower plot of half a mu and
three fen (about 532 square meters), on which flower farmers
can cultivate flowers with care. Therefore, it is called “Ban
Mu Tian” (land of half a mu).
Jiu Se Yuan
Color and external effects are the important elements
to attract potential consumers. A large amount of palettes
and various samples of craft and design materials provide
effective support for industrial design activities. They are the
source of inspiration in design just like the water and nutrients
needed by a flower to open up. The area is therefore named “Jiu
Se Yuan” (source of nine colors).
Bai Cao Garden
Coffee, sofa and books. This is a place where designers
can relax and get inspiration.
Wu Mi Chu
Doing observation without interference, which is
necessary for studying focused users can be done here.
Compared with the conventional market research, studying
directly the focused users with a single-face mirror is a more
effective way to attain accurate and objective data.
Tan Xiao Jian
This is a place where focused users can move around, and
it is also able to hold medium-sized meetings and trainings.
“Catch up with the future, understand its essence and
bring the future into the present”, a saying of the Russian
writer Chernyshevsky, interprets perfectly the soul of
ZTE’s handset industrial design. Handset, as a kind of industrial
product with a long production period, challenges the foresight
and acuteness of a designer. And to design products with
novel styles, appropriate functions and pleasant colors one
year earlier ensures that the future market development is
accommodated.
The Importance
of User Interface
Chen Mengdi
The handset interface design covers the following aspects:
Screen display: Description, placement and size of icons and symbols, and
menu style
Interface style: Color, effects, layout, font, pictures, and symbols
Interaction methods: Consistency in different interfaces, operational efficiency,
easy learnability, and user satisfaction.
A good interface design should take many particular details
into consideration, including:
1.Handsets should have a small display screen, which can’t
have too many things on display. Therefore, the design should be
simple yet expressive.
2.Since the handsets are mostly operated by thumbs, the
interaction between them and their users can’t be too complicated,
and the designers can create as many shortcuts as possible.
3.The audio, video and flash formats supported by handsets
vary from model to model. So, the designers should select the
Meanwhile, handsets as portable devices are destined to be compact and to
have smaller screens. The importance of handset interface design becomes more
most common formats or use different configurations for different
models.
prominent when it is required that, all functions can be implemented within such
4.Handsets have varying screen sizes and shapes. Therefore, the
compact devices and that users can be satisfied with the combination of interface
adaptability of pictures and layout of user interface elements should
design and functions. At this stage, operational efficiency, easy learnability and
be taken into account.
usability should be taken as the ultimate goals of handset interface design. The
handset interface design, especially that of the Tier 2 and Tier 3 interfaces, is very
critical to a handset.
In a word, software is to the handset
what human thoughts are to the body.
If a handset has to be outstanding, its
software has to be outstanding.The
operating system, user interface and
application programs are all essential
elements of the success of a handset.
As for the users, an easy-to-use and
pleasant interface will entertain and
comfort them.
Issue 1 2008
Marketing
handset manufacturers and public partners.
operators to enhance their control in the
This type of customization boosts the
experience and effectively promotes the services.
value chain in varying degrees. Those who
brand image of mobile operators. Mobile
Meanwhile, bundling customized handsets with service
are dominant in the value chain will direct
operators usually bear low investment due
packages facilitates the service differentiation of
the development of the industry towards
to their little involvement in the R&D of
mobile operators and helps attract more users. It also
the path as they wish. Through moderate
handsets. But they encounter some tough
strengthens mobile operator’s control of the industry
and high degree of handset customization,
issues like the interoperability of data services
chain and allows more interaction with handset
mobile operators can integrate the
and loss of handset subsidies for end users.
manufacturers.
resources of handset manufacturers, sales
The mode, software and hardware of handsets
This type puts low technical requirements on
channels and content suppliers to make
sold by different mobile operators differ
operators, and the alternations to handsets are not
the industry chain promote mobile data
slightly. Therefore, the handsets can be applied
complicated. Hence the cost per customized handset
services more effectively and attract new
to networks of different mobile operators.
will not be much higher than that of an ordinary
users.
Moreover, the SIM cards can be easily
handset model.
Improved customer loyalty
unlocked, and users can enjoy the services of
Currently mobile operators in Europe, America,
In the 2G era when handsets and
other mobile operators through the customized
South Korea and China all adopted the application-
services develop independently, the
handsets. Some agents even resell products and
based customization.
handsets carry the brands of manufacturers
attain handset subsidies of mobile operators for
Overall customization
and they can be used across different
The overall customization type has the highest
operator networks. These have a
Mobile operators in Europe including
degree of handset customization. Mobile operators
detrimental effect on operator’s service
Vodafone, Orange, O2 as well as China Mobile
establish strict specifications for every aspect of the
differentiation and customer loyalty.
in China started handset customization with the
handset (including charger and headset port) and
But in the 3G era, through moderate and
brand-based customization.
provide manufacturers with specific model numbers to
high degrees of handset customization,
Application-based (moderate customization)
ensure the exclusiveness of manufacturer’s production.
operators can gain differential advantages
end users.
Business Model Analysis
of Handset Customization
This type of customization enhances user
Application-based customization
Mobile operators are involved throughout the handset
in competition and boost customer loyalty.
is the most widely used type of handset
production process and the end products have to
Increased ARPU
customization. Based on the brand-based
complete network and service interoperability testing
Thanks to the application-based
customization, mobile operators nail down
conducted by mobile operators. The customized
customization and overall customization,
handset specifications for menu and shortcut
handsets are sold in bundle with service packages of
handset terminals and services are
I
keys, etc. to meet their needs of brand
the operators.
tied more closely, enabling better
Wang Chengke, Guo Xiaoyan, Xu Jun
n the 2G era, when the available telecommunication services were
building and business development. They
All the three customization types mentioned above
and quicker services for customers.
simple (voice and SMS), handsets were more like an independent
set down not only handset specifications
have an increasing degree of intensity, indicating
Moreover, operators can unify the service
consumer electronic product. Operators were concentrated on the
but also specific requirements for the R&D
an increasingly closer relation between handset and
interface and user experience through
network coverage while consumers focused on the external appearance,
and production of handsets. The customized
services with a deeper understanding of customer
handset customization, solving the un-
quality, and functions of handsets. The integration of handsets and networks
handsets will have to pass mobile operator’s
needs. Operators will exert different effects on the
interoperability between terminals from
was given little concern.
network and service interoperability testing.
industry chain with different degrees of customization.
different vendors, boosting services and
The advent of 3G brings about advanced technologies and rich
Operators adopt this mode to promote
At present, the non-voice value-added services are
improving ARPU for data services.
services, and in a deeper sense, a shift in the industrial structure and
the mobile data services. They have their
increasing and consumers use mobile data services
Easier to implement subsidy policies
rules. Correspondingly, the degree of handset customization is also
Types of Customization
network setup and web links embedded in
more frequently. The new changes of customer needs
Application-based customization and
affected during the centralized purchase process of operators. The bulk
Brand-based (basic customization)
the customized handsets, or common value-
call for operators to participate in the handset design
overall customization make it easier for
purchase of international operators is usually implemented through
This is the most basic type of customization. Operators will only stipulate
added services embedded in shortcut keys.
and manufacturing process as well as to integrate
operators to implement subsidy policies.
varying degrees of handset customization, that is, handset vendors would
specifications for handset logo, user manual, packaging, and promotion. The
This type of handset often comes bundled
various resources to produce a combination of handsets
Operators can bundle customized handsets
meet operator’s requirements in logo, user interface, functions, application
Research and Development (R&D), as well as the production schemes of the
with a favorable data package.
and services that suits user’s needs.
with their services. In this way, operators
software and hardware to produce devices that carry the operator brand,
customized handsets, are usually determined by the manufacturers themselves
With regard to sales channels, mobile
or use some embedded applications, or even OEM/ODM handsets. The
based on their understanding of the market. The handsets can connect to
operators will be engaged in bundled sales
networks once they conform to applicable international testing standards and
of handsets and services through their
of customization and different relationships among manufacturers, mobile
pass the evaluation of mobile operators (plus a third party in China). Operators
Advantages of Customized
Handsets
and attract users but also prevent users
handset customization falls into several categories according to the level
own channels, as well as those of handset
Enhanced operator’s control in value chain
other service packages or other operator
operators, and sales channels.
can sell the customized handsets through their own channels, or those of
manufacturers and public partners.
Issue 1 2008
can not only gain services differentiation
All the handset customization types can facilitate
from applying the subsidized handsets to
networks.
Issue 1 2008
Marketing
Globally recognized quality – Vodafone
touchpad and key sensing technologies. Without any keys on the front panel, this phone is
characterized by smooth configuration and simplified outlines.
A
s mobile data services
Vodafone has strict demands on the handset
appearance, functions, parameters, quality and
shell materials. ZTE made research according
become more diverse
Quick Response
and widespread, the
to the custom requirements of Vodafone and
N7100 coming to Italy by Christmas
developed two practical and cost-effective handset
mobile phone operators begin to
Italy was the first country to make mobile TV commercially available via DVB-H. And TIM,
models, VDF125 and VDF225. These two models
involve themselves in customized
Italy’s largest mobile operator, took the lead in rolling out Mobile TV services. Upon the operator’s
are sold by Vodafone worldwide and are able to
handset sales. They reorganize
requirement, ZTE developed its first DVB-H phone, N7100. The N7100 went on distribution after
support 34 different languages. ZTE delivered a
the industrial value chain, and
passing the tests held by operators in early December 2006.
total of 6 million handsets of the two models in
realize its own competitive
The ZTE N7100 came just in time for Christmas which helped TIM snatch mobile TV market
advantages through controlling
at the first opportunity. It is worth mentioning that it took ZTE only four months to finish its
the industrial chain. Based on
research of the Electronic Service Guide (ESG) for DVB-H, equivalent to two years’ research work
its in - depth understanding of
by ESG professionals; and three months to complete the integration of Conditional Access (CA)
industry trend and the needs of
solution, three months ahead of the date expected by the client.
operators, ZTE fully caters to the
centralized bulk purchasing needs
of operators with its advantages
such as innovation, design, quick
response, and premium quality.
Z T E H a n d s e t s Fa c i l i t a t e
Rapid Growth of Operators
Worldwide
Wang Chengke, Guo Xiaoyan, Xu Jun
only half a year and the cumulative failure rate is
only 0.3%.
Customization
ZTE focuses on the operator market and is
Efficient and productive in India
capable to provide operators with handsets with
The Indian handset market has seen rapid growth in recent years. Reliance, ZTE’s cooperative
varying degrees of customization. It supports
partner, was eager to expand its share of the market. After frequent discussion with Reliance, ZTE
basic customization in logos and user interface
got a detailed analysis of the specific needs of users in the Indian market. In a short period, ZTE
(UI) to deep customization in external appearance,
developed a full portfolio of handsets, helping Reliance quickly capture the Indian market.
software, functional parameters and components.
From November 2006 to April 2007, ZTE has delivered up to 5.82 million Classic series
It also supports large-scale commercialization of
handsets to Reliance. During this period, Reliance sold a record 1 million Classic handsets in India
customized handsets and can provide complete
in a span of just one week.
after-sale services.
Quality Assurance
countries, mobile penetration is low and the
In the economically underdeveloped
Breakthrough in Europe
market potential is huge. Users in these regions
navigation and positioning benefit greatly from HSUPA’s
H3G is the largest 3G operator in the world. By the end of June 2007, H3G Italy owned half of
demand handsets with practical functions , and
The debut of CDMA handset with detachable SIM card
enhanced uplink speeds. MF365 was sold in volumes to Italian
the 3G subscribers of the Hutchison Whampoa Group. H3G has put strict requirements on handset
are price conscious. After several discussions with
As early as in 2002, when China Unicom launched its CDMA network, ZTE made
operator Telecom Italia Mobile (TIM).
quality and external appearance, and is renowned for its scrupulous product testing, rigorous
Vodafone, ZTE selected Infineon’s platform as the
management, and stringent systems. The manufacturers can only be included in its shortlist by
basis of phones targeting emerging markets and
completing not only the severe industrial tests such as CE, GCF and ROHS but also several rounds
finally developed low cost, high quality handsets
of service tests organized by the operator.
supporting both color and black-and-white
Innovation
the world’s first handset with detachable SIM card – ZTE 802.
Unlike GSM handsets, CDMA terminals in most parts of the world don’t have
detachable cards. In order to support its expansion of the CDMA market, China Unicom
applied the detachable SIM card technology to its CDMA network.
Design
Red Dot Design Award, with over 50 years of history,
ranks among the most renowned industrial design competitions
In addition to meeting all the customization demands of H3G, ZTE completed several rounds
screens.
Made for China Unicom, ZTE 802 set the trend of placing detachable cards in
in the world. The two handset models of ZTE D90 and S900
of strict tests held by H3G in only four months, providing the operator with high performance
Out of 100 Industrial Design (ID) options,
CDMA handsets. ZTE has then created over 10 customized handset models for China
mobile phones won the prestigious “Red Dot Product Design
WCDMA/GSM dual-mode handset, the MD2. The handset is flexible enough to fill the operator’s
two ID designs well accepted by users were
Unicom, helping it develop a large subscriber base.
Award” out of 43 entries. This marks the first time that a
requirements of product optimization along with software and hardware alteration.
selected. The software was custom designed
The successful launch of MF365 in Italy
Chinese mobile phone manufacturer has been awarded the
ZTE launched the world’s fastest HSUPA data card MF365 supporting a wireless
honor.
uplink transmission rate of 2.0Mbps and a wireless downlink of 7.2Mbps at 3GSM
World Congress Barcelona 2007.
Studies show that the uplink data volume will grow together with the traffic volume
increase in the downlink. Operators are required to provide higher uplink bandwidth
to meet customer demand for rich services including picture/data uploads, mobile
blogging, mobile online gaming, and music. In such background, ZTE developed the
world’s fastest 3G data card at that time – ZTE MF365.
Such applications as sending E-mails, files upload, network gaming, video, GPS
016
Issue 1 2008
China-made
to meet specific needs, and the user interface
In 2005, when China-made handsets first entered the overseas markets, ZTE F866, China’s
was optimized to meet the consumption habits
Today’s distinction follows ZTE’s reception last year of
first independently developed 3G handset, has made a successful entry into the international market,
of different countries. The handsets support 34
the prestigious iF Award for its Snow Lava, GamSIR, and
starting the company’s overseas brand building process of transforming from “Made in China” to
different languages and were custom designed
King handsets. The S900 was also the top winner of the “iF
“Created in China”.
in alarm clock and the amounts of storable text
China Award” in 2006, making it a two-time title winner.
D90 blends perfectly the Fastap keypad technology,
supplementary software, and hot keys.
Also recognized for its innovative design, the awardwinning S900 uses an extremely simple design that employs
Thanks to its mature technologies and good industrial designs, ZTE F866 passed the stringent
messages. Packaging and user manuals also get
tests of H3G, and ZTE was named a preferred global handset supplier. F866 is the first WCDMA
a custom look. Finally, handsets with custom
handset offering high price/performance ratio with a rotating camera, streaming and video call
designed software, hardware, UI and packages
functions. ZTE won the contract to supply 300,000 WCDMA handsets to H3G in UK and the back
were developed to meet the habits of users in these
repair rate is only 2%.
countries.
Issue 1 2008
Quality Control
The EMC lab, scheduled to be completed by the end of
2008, is a 3m fully anechoic chamber for EMC testing. The
lab can perform radiated emission and stray testing, changing
the situation of relying on the lab of a third party for EMC
testing. ZTE plans to build up an EMI testing system at Phase
I and an EMS testing system at Phase II.
The environment lab can implement high temperature,
low temperature, high temperature and humidity and salt
spray tests, etc, simulating tough conditions to validate the
performance of a handset, which will enable ZTE handsets to
王丽娟
work normally under all weather conditions.
Environment lab
The structure lab can complete various tests related
to handset structure and life including dropping, vibration,
pressing keys, plugging and unplugging the charger. All
Wang Lijuan
the operations performed by a user are within the scope of
First-Class Labs for
First-Class Product Quality
of experienced engineers and strict process guarantee the
the lab’s scrupulous tests. Complete equipment, presence
excellent structure and performance of ZTE handsets.
The audio frequency and effects lab can implement all kinds of radio frequency
tests. The audio effects lab can simulate the speaking environment where the audio
frequency components will be evaluated by the sound effects of selected ring tones.
Structure lab
The anechoic chamber is used to test the objective indicators of audio frequency.
ZTE owns the Advanced Communication Quality Analysis（ACQUA）system
The component lab is used for testing handset
from HEAD Acoustics based in Germany. This system has been selected by labs of
components. Though many components are bought outside,
the Ministry of Information Industry for electroacoustic testing.
ZTE still conducts tests on them including battery and camera
The OTA and RF lab can conduct frequency indicator testing including the
H
andsets before reaching the end users have to pass through a series of tests
radiated power and receiver sensitivity. Meanwhile, the RF indicators can be tested
including software, hardware, reliability, and field performance tests. This
during a phone call or data transmission, simulating the condition when a handset
process requires the involvement of experienced engineers, complete test
is near to the head of a user, which helps evaluate the use of handsets in realistic
equipment and systematic testing methods. As its business development puts a huge
scenarios. There are currently two sets of test systems and they are under full load
demand for lab services, ZTE invested heavily to establish modern handset labs with
everyday. ZTE handsets delivered to Chinese and overseas customers have to
the aim of improving the handset quality.
conduct this test repeatedly to ensure their best RF performance. The OTA lab is
At present, ZTE has set up comprehensive handset labs in Shanghai, Shenzhen,
authorized by Cellular Telecommunications & Internet Association (CTIA).
testing to ensure quality products supply.
Component lab
All the ZTE handset labs adopt unified decoration style,
installing conductive flooring and transparent glass walls and using
Nanjing and Xi’an, which can complete all test items of a product from its early-stage
conductive tables. The Shanghai handset lab has now been almost
R&D to its later-stage validation.
built up and will apply for accreditation of CNAS upon completion.
ZTE handset labs cover a total area of over 1,300 square meters, some of which
The Xi’an handset lab is proceeding with the construction of the
are certified by China National Accreditation Service for Conformity Assessment
audio effects and OTA labs.
(CNAS). The labs comprise Electromagnetic Compatibility (EMC), structure and
The ZTE handset labs coordinate closely with the R&D while
life, audio frequency, user simulation, environment, radio frequency, baseband and
keeping a close track of production. They perform strict tests on
OTA test labs, capable of meeting the testing requirements of products with different
frequency bands.
Issue 1 2008
Tidy glass-walled labs
OTA lab
every handset, guaranteeing the premium quality of handsets while
protecting the benefits of customers.
Issue 1 2008
Customer Care
● Quick response technical support team
● Technical support system with wide service
coverage
● Efficient logistics
● Intelligent after-sales service management
system – Electronic Commerce Cooperation (ECC)
and intermediate technical trainings for
platform
all the repair centers, and selects some
● First-class call centers
talents from the centers to take part in the
“ZTE Advanced Handset Repair Training
Meeting Customer’s
Service Demands
With regards to special problems, which
Unicom Vsens are especially concerned about,
Joint After-Sales
Brand Development
Hu Tao，Li Mingrong
Z
TE, the earliest vendor involved in the handset
customization and procurement of Unicom Vsens (a
subsidiary of China Unicom) has maintained a close
cooperative relationship with it. In early 2007, ZTE and Unicom
Vsens signed the Agreement on Assessment of After-sales Service
of Vendors , formally taking part in the appraisal conducted by
Unicom Vsens on shortlisted handset vendors. Through a wide
range of cooperation with ZTE, Unicom Vsens improves its
handset after-sales service level and customer satisfaction,
facilitating its market expansion; while ZTE's handset after- sales
services gain remarkable progress.
Honors
With the service goals of “professional,
such as replacement of handsets, long repair
standard and fast”, ZTE continues to
time, and quality complaints, ZTE has stepped
improve the provision, management,
up its supervision of key indexes including the
policies and core competitiveness of its
compliance rate of handset replacement/repair,
handset after-sales services, which has
acceptance rates of ordered spare parts and
gained recognition from Unicom Vsens.
refurnished handsets, and skills of receptionists in
all offices.
From 2007, when ZTE began to
participate in the assessment of Unicom
The intelligent after-sales management system
Vsens, till now, the overall evaluation
realizes the intelligent management of business,
results and each index of ZTE’s after-sales
logistics, repair, security, data monitoring and
services quality have kept the No.1 place
communication via the Internet, which ensures
among all the sourcing manufacturers of
swift settlement of core problems in after-sales
Unicom Vsens. At the CDMA Industry
services like repair network coverage, authorization
Summit 2007, held by China Unicom at
of handset after-sales service centers, quantity of
the end of 2007, ZTE became the only
spare handsets and parts, repair time and quality.
manufacturer wining the “2007 Best
ZTE’s handset after-sales logistics has reached
a high level in the industry in terms of time
in CDMA Handset After-sales Service
Award”.
efficiency and coverage. Its current logistics service
covers 260 cities across the whole country. The
logistics cycle time has been reduced from more
than 20 days for internal processing down to 5-7
days for internal processing, return and delivery
After-Sales Service Channels
Courses”.
Jointly Building
Premium Ser vice
Brand
Guided by the concept of “exchange
of goods. The highly efficient logistics system
and cooperation, win-win development
provides strong guarantee for customer satisfaction.
for a better future”, ZTE strengthens
has established over 700 CDMA terminal after-sales repair centers, more than 1,000 repair contact
ZTE regards strengthening continually the
the cooperation with the operator while
offices in China and 27 customer service centers. The customer centers provide service management
level of user satisfaction as the focal point of its
beefing up its handset after-sales services
and training programs to the terminal after-sales repair centers and handle after-sales problems and
handset after-sales service. It is taken as a key
in an increasingly competitive market. It
customer’s feedback in a timely manner.
indicator for appraisal. Each customer center will
exchanges ideas with the operator, jointly
ZTE attaches great importance to the handset after-sales channel development. Up till now, it
While coordinating with Unicom Vsen to carry out its after-sales plan, ZTE advances the
organize a broad range of trainings for the after-
boosting CDMA handset after-sales services
capabilities and service levels of its repair centers. With a series of integration and optimization
sales personnel from Unicom Vsens and ZTE. The
and developing a brand of premium after-
measures, ZTE’s handset after-sales system has established:
handset after-sales system provides elementary
sales services.
Issue 1 2008
Increasing Brand
Recognition with
Customer Service
—— ZTE Indonesia Handset AfterSales Service Center
zhao Lili
O
n March 30th, 2008 I went to ITC Roxy Mas in
Indonesia's capital Jakarta. I was impressed by the
vitality of the Indonesian mobile market as well as
the fierce competition between handset manufacturers.
Perhaps because it was Sunday, ITC Roxy Mas was
crowded with shoppers. A wide variety of handsets filled
your eyes and handset ads were also competing for your
attention. ITC Roxy Mas is the biggest cell phone center
in Jakarta and in Indonesia. It houses many internationally
known brands including Nokia, Sony Ericsson, Samsung,
LG, and Motorola. Three Chinese manufacturers including
ZTE, Haier and K-Touch sell their products in this mall too.
They have also set up their handset after-sales centers at the
fourth floor.
ZTE’s handset after-sales service center covers an
area of 15 square meters and is decorated in blue and white,
which produces a nice first impression. Coming from the
third floor teeming with people to the fourth floor, you see
the front of the center that is of the refreshing ocean blue
color.
I happened to meet Mr. ADI, technical supervisor of ZTE handset aftersales service agent, and had a brief interview with him with regard to ZTE’s brand
presence in Jakarta.
Mr. ADI told me that more than half of the consumers in Jakarta are aware of
the ZTE brand. He further explained that ZTE builds up its brand presence through
joint marketing with the Indonesian operators, and through their large-scale publicity
campaigns, many consumers get to know about the ZTE brand. He noted that the
other two Chinese handset manufacturers at ITC Roxy Mas – Haier and K-Touch –
actually provide more handset models than ZTE but are still less recognized among
Indonesian consumers.
It was totally out of my expectation that ZTE handset, which made its
entry into the Indonesian market two years ago, enjoys such high brand
recognition. I left ITC Roxy Mas with pride and happiness.
Issue 1 2008
Leisure Time
User Experience
Review of
ZTE U980
Ni Feifei
Z
TE U980 is the first dual-mode dual-standby intelligent handset in the
is excellent. What is most
industry, supporting both TD-SCDMA and EDGE. The device has
amazing is that the handset can
typical TD-SCDMA 3G functions including video phone, Internet access,
switch between two cameras
downloading, mobile stock and EDGE capability, supporting high-speed worldwide
during a video call. This
roaming. It is a high-end TD-SCDMA handset with excellent performance.
function allows the other party
The U980 mainly targets business people with its ultra thin shell and compact
to see my facial expression
shape. The handset is 18mm thick and weights about 146g. It uses simple classical
as well as my surroundings
design, silver and black color scheme.
when the handset switches to
I tried out the U980 out of my curiosity about TD networks and the handset.
Shanghai, Beijing and Xi ’ an, and completed
basic testing on Hutchison Whampoa’s CDMA
network and SK Telecom’s mobile network.
another camera.
My overall impression is that it has a nice feel in the hand, powerful functions and
stable performance. Below are some of its highlights:
Camera
Video
Playback
The videos are initially
The U980 is equipped with two cameras – a front-sided CMOS camera
played in a non-full screen
with 300,000 pixels and a back-sided main camera with two mega pixels. The
mode. With a touch of
auto focus function of the back-sided camera can impress users although its
the screen, the videos will
pixel configuration is ordinary.
switch to a full screen mode,
The U980 with its big 2.8-inch screen provides users with wide fields for
avoiding trivial operations.
photographing. After pressing the camera key, the auto focus feature allows a
What is really great is that the
user to capture a clear image, which is quite appealing for lovers of easy-to-
real player installed on U980
use cell phone cameras.
supports a variety of streaming
I’m very satisfied with the image quality of U980: bright and true-to-life.
video formats (e.g. RM and
And for nighttime photographing, it offers sufficient brightness compensation
RMVB). I can watch video
to prevent dark and blurred photos.
online or video clips uploaded
Of course, don’t forget to share your photos with your family and friends.
from PC to the handset
With the support of the TD network, the U980 can transfer large files, which
and don’t have to worry
enables you to share your pictures at the first opportunity via MMS, E-mail or
about the incompatibility
Bluetooth.
of video formats, which
brings me greater leisure and
Video Chat
entertainment.
The U980 uses the Enhanced Video Phone (EVP) technology to improve quality
In addition, the U980
of video. Meanwhile, it uses state-of-the-art technology to reduce the connection
is pre-installed with a
time, which provides users with better experience.
Powerword dictionary,
The handset enables me to do video chat on the move. I can conduct video chat
which can help me deal with
with my family members anytime anywhere. The video images are smooth in both
language difficulties in any
static and moving backgrounds and the synchronization between audio and video
place.
Issue 1 2008
The Debut of the World’s
First CDMA Handset with
Detachable SIM Card
Z
TE launched its independently developed CDMA handset with detachable SIM card – the ZTE
802 in Beijing on October 16, 2000, making ZTE the first manufacturer in the world applying
the detachable SIM card technology as well as a manufacturer capable of providing a full range
of CDMA solutions.
To make SIM card detachable from the CDMA handset, ZTE established a research group made
up by senior engineers from South Korea and China. After thoroughly studying the related standards,
the group commenced development of this function in January 2000, completed the hardware design,
and put through phone calls on the CDMA communication system in March 2000.
To ensure standards compliance and compatibility of CDMA SIM card with handsets, ZTE carried
out a wide range of exchanges with the CDMA SIM card manufacturer Gemplus. In addition to that,
ZTE developed and designed a complete software package from user interface to bottom layer code.
In June 2000, ZTE conducted the first testing. Following that, ZTE 802 had successfully performed
communication testing on the Great Wall network (CDMA network) in several Chinese cities like
The CDMA handset with detachable SIM
card provides safer as well as more convenient
and flexible experience to users, allowing them
to enjoy new intelligent services such as cash
management, mobile banking, and prepaid
mobile service.
With the function of separating SIM
card from CDMA handset, mobile terminal
products were becoming more widespread
and personalized while the competitiveness
of Chinese handset manufacturers was greatly
enhanced.
This advanced technology serves as prelude
to the third generation mobile telecommunication
network (IMT-2000). The ZTE 802 made
breakthrough in the next generation technology
bottleneck ahead of time, which ensured the
sustainable development of ZTE ’ s CDMA
technologies and effectively protected the
interests of operators and subscribers.
In particular, ZTE 802, the world’s first
CDMA handset with detachable SIM card, was
made for China Unicom, enabling China Unicom
to set the trend of detachable CDMA handsets.
Since its release of ZTE 802, more and more
CDMA handset manufacturers joined the trend of
providing CDMA handsets with detachable SIM
cards. China Unicom is the second largest mobile
operator in China. From the first detachable
CDMA handset, ZTE has launched more than 10
customized models for China Unicom, helping
the operator develop a large subscriber base.
Issue 1 2008
Leisure Time
A
s the Beijing Olympic Games
draws near, 3G is put in the
limelight. It is more than
the third-generation of mobile phone
technology. Its high exposure rate pushes
it to the cutting-edge of fashion – more
and more young people begin to show
interest in its development and application.
ZTE, as one of China’s 3G leaders, while
focusing on the latest technology trends,
pays great attention to the requirements
of young consumers. So ZTE, the
Mobile Information (MI) magazine and
a fashionable star discuss today’s topic –
trendy viewpoints on 3G.
MI: The Beijing Olympic Games are surely the focus of 2008, and for the third
time, you become an Olympic torch bearer, right? How do you feel about this?
Tian Liang: Yeah, the third time. And it is not only a great honor for me but
it also shows society recognition. I will not take part in any competition this
year, but being a torch bearer also makes me feel greatly proud and honored.
Celebrity
Talks
About
3G
3G in the name of fashion
Source: Issue 4/2008/Mobile information
MI: As a public figure, what impacts, do you think, the Olympic Games will
have on China?
Tian Liang: (Laughs) This is a professional question and should be answered
by professionals. I can only talk about my own opinions. Some economists
think the Beijing Olympic Games will not exert much impact on the economy
in terms of the economic aggregate and hence we don’t have to worry about the
so called post-Olympic effect. Since the Olympics don’t push us, what effects
they can have on us? These views are not entirely correct. Maybe the Olympics
themselves do not bring any effect, but we have to see the effects after the
Olympics. For example, the concept of “Green Olympics” helps increase
the afforestation rate for Beijing, and even set the afforestation trend in the
country. It is obvious that the “Green Olympics” can solve our environment
problem. Let’s take another example. The Beijing Organizing Committee for
the Games promised to provide 3G services during the Olympics, and the
home-grown 3G standard is given a development opportunity. With the strong
support of the government and the great majority of telecommunications
vendors, 3G has become a familiar term in recent years.
things. But I am not a professional after all, and I only know that 3G is the
third generation mobile technology, which I can use to process images, play
music, and make video phone calls. Besides this, I know little about 3G.
MI: 3G is the third generation mobile technology. And when it comes to
China, it refers to TD-SCDMA. To be accurate, it is not simply a technology
applied to mobile phones. Its biggest advantage is that it provides high-speed
network. Do you think high-speed network has any effect on your work?
Tian Liang: It surely does. If the network speed is slow, my time will be
wasted and my mood will get annoyed. High-speed network saves times,
increases efficiency and also puts me in a happy mood. Is high-speed network
the 3G application offered to the Beijing Olympics?
Tian Liang, the cover figure of the MI Olympic
special issue , is also a Beijing 2008 Olympic torch
bearer. With his sunny smiles, he used to be
China's prince of diving. Now he keeps a balance
between career and study, and he also enjoys
his personal life with his wife and family. For the
Beijing Olympics and 3G topics, he has his own
views.
MI: It seems that you know 3G. very well, do you know any Olympics 3G applications ?
Tian Liang: Perhaps it is because boys are instinctively interested in those
Issue 1 2008
Leisure Time
MI: Yeah, 3G is essentially high-speed
network and there is a wide range of
applications that 3G network can provide. For
example, 3G mobile TV enables you to watch
the Olympics even when you are in a bus;
you can enjoy the convenience of anywhere,
anytime high-speed Internet access; with
the 3G GPS function, drivers, groups and
travelers can find the addresses of their hotels,
and in case of any emergency, the Chinese
volunteers can adjust their services via this
system. 3G network can provide far more
services than what we mentioned.
Tian Liang: Is ZTE U980 I’m using today a
3G phone? I notice it is equipped with a front
camera. Is it for making video calls?
MI: (Laughs) You are very smart. ZTE U980
is a 3G phone and it provides good video call
quality by using the Enhanced Video Phone
technology that solves the problems such as
delay, smear and mosaic. Besides, the 3G
phone supports functions like access to latest
news, mobile stock, mobile office and GPS,
providing you recreation and entertainment.
Tian Liang: Oh, it seems that the domestic
manufacturers are becoming more and more
excellent, exceeding my expectation. My impression is, 3G is an advanced technology, and, to be frank, mobile phones and
services provided by the domestic manufacturers are not comparable with those from their counterparts in other countries.
3G is a brand new thing and for the domestic manufacturers, it provides them with an opportunity to surpass their foreign
competitors.
MI: As you said just now, 3G is new to us, and can we say it’s something fashionable? How do you like 3G functions like
video telephony?
Tian Liang: Fashion is something hard to explain. Literally, it means popular trends. Everyone has his own opinion. I
think fashion should, at first, be suitable for me. I have my own style, and can add some fashion elements to it. But I will
definitely not follow the trend blindly. Trying out 3G is really something very fashionable because it absolutely leads the
trend. It is the fashion in the science and technology industry. The application of 3G technology will make people’s life
more convenient. Video telephony makes smooth life-like communication possible, reducing the distance between people.
MI: Will 3G become a trend?
Tian Liang: Of course it will. Because it’s also a fashionable thing, and people are always curious about novel things.
Moreover, 3G applications are really interesting. I think we should thank the Beijing Olympic Games for bringing us the
opportunity to use 3G and also manufacturers like ZTE for making investments on 3G and developing useful 3G products
for consumers.
MI: The Beijing Olympic Games do make great contribution to 3G, bringing many changes to our life. But what an
individual or an ordinary Chinese citizen can do for the Beijing Olympic Games?
Tian Liang: We should start with ourselves by doing things like taking care of the environment and not throwing fruit
peels. Protecting every bush and tree to create a green environment, using polite language, showing tolerance to other
people, helping and loving each other are simple and practical things we can do.
MI: You have any wishes for the Beijing Olympic Games?
Tian Liang: I wish the Beijing Olympic Games a great success and hope the Chinese teams can achieve good results!
ZTE Handset History Firsts
The first commercially available TD-SCDMA handset
ZTE U310 is the world’s first TD-SCDMA handset, and the first TD-SCDMA handset to win the network access
permit.
The first TD-SCDMA/GSM dual-mode dual-standby handset
ZTE U350 is the world’s first TD-SCDMA/GSM dual-mode dual-standby handset, and the first TD-SCDMA/GSM
handset to win the network access permit. ZTE has dozens of dual-mode terminal patents.
The first HSDPA PTT handset
In early 2007, ZTE announced the world’s first HSDPA handset with push-to-talk (PTT) function, the F159. It
also launched the world’s first HSUPA data card which supports HSUPA uplink speed up to 2Mbps and HSDPA
downlink 7.2Mbps.
The first TD-SCDMA/EDGE
dual-mode dual-standby intelligent handset
At the 3G pioneering experience campaign in Beijing on October 17, 2007, ZTE launched the world’s first dualmode dual-standby intelligent handset supporting both TD-SCDMA and EDGE, the U980.
Issue 1 2008
The first commercial
order for 3.6Mbps
HSDPA data card
ZTE released the world’s first HSDPA data
card with a downlink rate of 3.6Mbps, the
MF330 in 2006. In August 2006, ZTE won
the world’s first big order from Europe for
its 3.6Mbps HSDPA data cards.
Red Dot Design Award
ZTE was awarded the prestigious “Red Dot
Product Design Award” for ZTE D90 and
S900 mobile phones in 2007.
We can take you higher
HANDSET
Best
handset
partner,
best
performance.
We can take you higher, simply by providing the best communications tools
available. For an athlete, the most important thing is their teammate. In business,
the most important thing is your partner.
ZTE works with the top global operators, and sold more than 70 million handsets in
over 70 different countries.
ZTE supplied high performance, customized handsets to
Vodafone, fulfilling their strict requirements for design, features,
parameter, quality and materials. According to Vodafone’s specific
requirements, ZTE’s industry-leading research and development
group carefully created and tested the product.Today, two
tailor-made models are sold all over the world through Vodafone.
A total of 6 million handsets that support 34 languages were
delivered in half a year.